Evaluation – Question 1

By Charlotte Brand

In the rock genre it is conventional to have a narrative running through the video. For example in Fall Out Boy’s video Dance, Dance (screenshot below) there is a narrative in between the performance to do with Homecoming.In our video the narrative is of a

break up and part of the focus is of them coping with the break up while the other part is of the artist performing. We used this convention effectively, showing a break up storyline that was easy to understand, as given to us in our feedback.

There is a break up storyline going through our video which is conventional with the rock genre. In the video Nickelback – Someday there is a break up storyline which ends with a twist. Daughtry and Nickelback are both alternative rock bands.

The couple in our video are arguing at the beginning and it becomes clear to the audience they have had a fight as the male character walks away. We ended our video by having the couple get back together to be different from the Nickelback video.

In our video we have elements of performance from the artist. We did this because rock videos conventionally have some kind of performance in them, such as Paramore’s crushcrushcrush to show their talent and sell the artist.

The screenshot of our video is of our star Jason performing. This part in the video is the guitar solo which it is also conventional to have. We used the car lights to get better lighting. The filter we added over the top alters the light in an interesting way.

Rock videos have editing that matches parts of the song. In My Chemical Romance’s I’m Not Okay (I Promise) the music cuts out for a few moments to have a scene for the narrative in which two characters are talking.

In our video when the music slows down we had the girl character turn the page to emphasise the emotions of the character. This also fits Goodwin’s points of having editing on the beat.

Another Rock convention is that the artist wears casual clothing in the video. In Foo Fighter’s video the Pretender we see a clear example of this. In the screenshot below he wears a casual shirt and necklace.

In our video the artist wears casual clothing just as the convention states and we had him wear this outfit in all our products to keep the image the same and connect to the audience and create recognition.

In Rock videos there is usually a normal everyday setting. In Fall Out Boy’s video Sugar We’re Going Down there is an average American town for the setting which is shown below. The house is slightly old fashioned but looks very stereotypical of films.In our video we used

an ordinary house on a quiet road and in reshoots (above) we found a street strikingly similar to it and used it to help add more dynamic action. There is a lot of greenery and cars.

In the Rock genre a convention is to have instruments in the video, usually a guitar or drums; there is also microphones. In Aerosmith’s I Don’t Wanna Miss a Thing below the shot cuts to a band member with a guitar.

In our video the artist has the guitar which is slightly unconventional of Rock for the main singer to have a guitar. We used only one band member to focus more on the story and link the artist to the male character.

In Rock videos there will usually be some kind of emotion involved, such as sadness or anger. A demonstration of this is My Chemical Romance’s Ghost of You where his voice is full of hurt and he uses expression to match this.

In our video we had the artist use a lot of hurt expressions as though he is feeling the male character’s pain as well and following Goodwin’s points of matching lyrics to imagery. We also create a star persona, as per Goodwin’s points.

It is conventional of Rock to have dark lighting in the video. In My Chemical Romance’s Helena there is dark lighting and their clothes are all dark mourning clothes.

In our video we use a black and white filter to show emotion. We do this so the audience can emphasise with the characters pain. We follow this convention but other parts of the video are quite bright.

In the Rock genre it is conventional to have a fade out on the slow parts of the music. In Nickelback’s Far away there is a fade out at the end after the resolution.

In our video we add a fade out at the end to add a storybook ending to the narrative. We replicated this ending in our video because it fit with our idea and the closing of the door emphasises the finality.

In our digipak we used one large panoramic photo for the inside. We did this because we thought it would create an interesting image. The text we chose was chosen because we wanted rock looking text. We edited the image with lens flare, motion blur, film grain and took out parts of the image that didn’t work.

On Evanescence’s digipak there is a large picture covering the inside cover with two singular pictures and one without the band in it. This layout is similar to ours but we added more detail under the CD.

In Evanescence’s magazine advert there is links to websites and where to buy it as in ours. Unlike ours there is a track especially singled out. We have reviews on our digipak. We edited the image so it is darker to the sides and added a lens flare to draw attention to the guitar. Our artist wears dark blue to stand out against his environment. His hair is highlighted so his head stands out. We have recommendations from Q and Kerrang! as they are rock magazines. The other logos are how to buy the digipak.